The MOO Blog

Say a big hello to our new Creative Director, Dan Rubin

5th April 2012 by Rebeka

He’s got big shoes to fill but we’re confident, with his years of startup and design experience (and being longtime MOOster!), he’s the perfect addition to our Design Team. And now we’re thrilled to have our new Creative Director as this month’s Luxe Project designer. It’s been a whole month since we initially launched the project, so in case you’ve forgotten, here’s a little refresher…

For a full year, we’re partnering with renowned designers and illustrators to offer exclusive Luxe Business Card designs. These limited-edition designs will be available for one month only, with a new collection debuting each month throughout 2012. And since we believe great design can change the world, 100% of all net proceeds will be donated to the designer’s charity of choice.

Now let’s let Dan tell you all about his designs and joining the MOO team in his own words. Take it away Dan!

Hello! from the new Creative Director

I’m honored and excited to be the second Luxe Project designer, especially at the same time as saying my first proper “Hello!” as Creative Director here on the blog.

Since joining the MOO team at the end of October, I’ve had the pleasure of getting to know the amazing team of designers (product, graphic, interface, and user experience), developers (too smart for their own good, luckily for us), and everyone else from Product to Marketing to Customer Service to Operations to HR and Finance — it truly is an outstanding team of exceedingly creative individuals shared between the US and UK offices.

Guiding a brand as well established as MOO involves careful application of creative control — it would be all too easy to immediately try and change things, and thankfully my love of the MOO brand since the very beginning (as a customer and admirer of great brand communications) means I’m quite keen to protect the fantastic work that’s been done by everyone before me, while ensuring that the new directions we’re exploring (the identity for our fantastic new Luxe Business Cards, for starters) retain the MOO familiarity we all know and love.

The road ahead is clear and the sun is shining — the future of MOO is brighter than ever.

About Camera: Positv and Camera: Negativ

When I was invited to participate in the Luxe Project, I immediately wanted to create designs inspired by the fantastic seam of colour running through the paper, while also exploring a few things we hadn’t yet attempted with our initial batch of MOO Designs for Luxe.

The natural direction for this was a personal project I’ve been working on slowly over the last few years: a series of illustrations of vintage film cameras from my collection. The original focus of this project was posters and t-shirts (which I’ll be producing later this year, so be on the look-out), so adapting the base illustrations for Luxe as outlines made perfect sense: each version of Camera: Positiv shares its outline colour with the Luxe paper on which it’s printed, echoing the line while also lending a distinctly technical illustration style to the series (I especially enjoy how the blue version feels like blueprints).

I also wanted to explore printing full-bleed designs on Luxe, which works especially well on the White Luxe paper. For Camera: Negativ, I’ve selected a strong gold for the default background colour, but you can change that to any colour you like to fully customise the cards to your brand or personal preference.

And for those of you who want to add more of your own identity to the cards, both packs feature a replaceable image on the details side (the iconic instant film frame), so you can add your logo or any other image in its place.

They really look stunning, and I can’t wait for you to hold them in person!

My charity of choice is the Harmony Foundation, the charitable arm of the Barbershop Harmony Society (I’ve been singing four-part a cappella harmony for over 22 years now!). The foundation aims to support and expand music education resources throughout the United States and beyond, helping ensure young people get to experience the joys of music, even as school systems are continuing to cut back on funding for the arts. I’ve been an instructor at many workshops and events funded by Harmony Foundation over the last 10 years, and the impact these programs have on both students and music teachers alike is absolutely amazing to witness.

Thank you from the bottom of my heart for helping support this fantastic foundation.

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